The Role of Social Media Campaigns in Raising Awareness about Smog (Climate Change) and Encouraging Sustainable Behaviors

Abstract

Climate is undergoing a constant deterioration at a very alarming rate. Masud et al. (2016) observe that despite very little contribution to climate degradation, poorer countries are more affected by climate change than developed countries. Pakistan is placed at number six among the most affected countries by climate change. IPI Global Observatory reported in its recent findings that Pakistan is a contributor of 0.3% of emissions and yet disproportionality far more affected by climate adversities in the form of annual floods, heat waves, extreme weather conditions, and smog. The worst form of air pollution, called smog, has been haunting Pakistan’s major cities for years. Lahore, a provisional capital of Punjab, has topped the list of most polluted cities in the world consistently in years 2021, 2022, and 2023 due to the worst situation of smog. The role of media is integral in this regard. This study explores the role of social media campaigns in creating awareness about smog and encouraging sustainable behaviors. The survey method has been used to collect data from 150 university students. The findings of the study reveal that social media can be best harnessed to cope with smog or other climate-related issues through a well-structured and target-oriented strategy of climate communication.